Our Story

Welcome to Pure Apparel.

A salty, bare-footed, alternative surf lifestyle company. We specialise in original hand-drawn designs each individually hand printed in Fremantle, WA.

Pure started in 2014, as a way of illustrator and designer Matt Adams to cut free from the 9-5 grind and pursue a vocation which worked around his love for the beach, surf and globe-wandering.Over the years, as the Pure family has grown alongside keeping a good life/work balance we are dedicated to providing you with something pure and unique, made from quality, carbon consciousmaterials at affordable prices.

There is no Planet B. We therefore take our carbon footprint seriously and are always on the lookout for ways in which we can reduce our mark on the world, without compromising the quality and longevity of our products. More info on our enviro-friendly initiatives can be found here.

Based predominantly online, with the occasional summer pop-up, the brand is often run from the road, drawing inspiration from the adventures along the way.